The $189 Window

“What do I Get in a $189.00 Window?”

Companies like Window World, Clear Choice, Window Depot, Miracle Window or “Bubba” working out of his Truck

 What’s not included in the $189 window:

  • A Fully Welded Product (mechanically fastened offered at this price)
  • Insulated Mainframe or Polyfoam wrapped frames
  • Argon gas or Low E coating on glass package (for maximum efficiency)
  • Capping the exterior (exposed) wood trim
  • Removal/Clean up of existing window & debris
  • Glass Breakage or a comprehensive warranty
  • Much Glass Area………………

The Truth is—most of the guys advertising a window for $189.00 are not selling a $189.00 window; Window World tells it’s potential franchise owners (people just looking to buy a business, like a Subway or Quizno’s franchise) that their national average sales price is in the $400.00 to $435.00 per window range—more than twice the advertised price. Why would a homeowner feel comfortable with a company that utilizes such deception on their most important investment—their home?

Are you familiar with the term “BAIT & SWITCH”?

Let’s take an honest look at all the costs involved with a window project:                           $189.00

Average cost of window installation (capping not included)=  $55.00


Average Dealer’s overhead (on average) 15% =  $28.00


Average Salesman’s Commission 10% (on average) = $19.00


Average Manufacturer’s overhead (manufacturing, equipment, shipping,) 20% = $38.00


Franchise or advertising (newsprint, billboards) a very conservative 7% =            $13.00

                                                                                                                             Totals =  $153.00


Amount left for actual (basic) product material –                                                     $ 36.00


  • The vinyl lineals
  • Four panes of glass
  • The balance system
  • The spacer system
  • Tilt latches
  • Sash locks
  • Vent locks
  • The screen frame & screen material
  • Weatherstripping •  sash reinforcement
  • Silicone
  • Warranty
  • Packaging material to protect finished product


At $36.00 not much money left to produce a quality, long lasting product—as a matter of fact—it’s impossible. The dealer enters the home under a false pretense and is forced to upsell to keep from losing money.


Most companies survive and thrive—making them able to service their clients long term—utilizing NET profits. Where is the line item for “company’s net profit” listed above? (There is none)


Here is one of my favorite quotes from John Ruskin (1819-1900)John_Ruskin_1863

“It is unwise to pay too much.  It’s worse to pay too little… If you deal with the lowest bidder, it is well to add something for the risk you run.  There is hardly anything in the world that someone can’t make a little worse and sell a little cheaper and people who consider price alone are this man’s lawful prey.” (John Ruskin).

At ViewMaster we strive for custom design, low-maitenance, long-term durability and energy efficiency.  It is just who we are….  We will only apologize for the price once (we do have promotions, special financing.  Quality is more affordable than you think.) After you experience the design, installation and products you will understand true value and so will your curb appeal, energy bills, and resell value.

%d bloggers like this: